Press Release: October 02, 2003

HP Launches Largest Global Consumer Advertising Campaign in Company History

Ads Designed to Inspire New Generation of Point-and-click Revolutionaries
PALO ALTO, Calif., Oct. 2, 2003

HP (NYSE:HPQ) today launched a global consumer marketing campaign under the banner "You +hp" as part of a comprehensive $300 million-plus push. The move follows the company's largest-ever consumer product launch, announced in August, and complements HP's ongoing "(customer) +hp = everything is possible" global brand advertising campaign.

"The digital photography movement is on the verge of becoming the newest, hippest form of self-expression and communication," said Allison Johnson, senior vice president, HP Global Brand and Communications. "Traditional 'capture special moments' photography is giving way to digital 'capture every moment' photography."

The "You +hp" campaign is designed to inspire people to see the picture in everything and showcases HP's complete digital photography lineup - from cameras and printers to PCs, ink and paper. Many of the ads feature the work of amateur photographers equipped with HP digital cameras. Amateur-shot photos also will be used in reality-based cinema films, another first for HP. Running through the holiday season, these film shorts will feature photo essays set to music.

To engage people in the digital photography movement, HP has created an online "YOUstories" photo gallery blog (short for "Web log") and invites consumers to submit and share online photo essays. Consumers are encouraged to visit to publish their YOUstories and learn more about the art and science behind HP's digital tools.

"The 'You +hp' campaign illustrates the ways HP is transforming the digital photography experience," said Chris Morgan, vice president, sales and marketing, HP Imaging and Printing Group. "HP scientists and engineers have taken out the complexity and reduced the number of steps it takes to capture and print a photo from 57 to three. As digital photography moves mainstream, we hope to inspire people to shoot more, share more, print more and enjoy more using HP digital tools."

Additional Campaign Elements

  • The first print ads ran this morning in USA Today with a 24-page color insert, the largest in company history. Additionally, to reach a broad range of consumers, smaller versions of the insert will be included in upcoming issues of consumer lifestyle publications Vogue, Better Homes & Garden, Entertainment Weekly, InStyle, GQ, New York Times Magazine and People, among others.

  • Featuring innovative filmmaking techniques, the first television spots debut on NBC shows "Friends" and "Will & Grace" and CBS's "CSI: Crime Scene Investigations" They also will appear on NFL broadcasts and a variety of primetime network and cable programs. Taking a thematic approach, the ads feature the song "Pictures of You" by The Cure.

  • Outdoor advertising will take place in New York, Chicago, Los Angeles and San Francisco and include wild postings, billboards and reader boards, such as the Reuters board in Times Square.

  • Alongside the online photo essays, the "You +hp" interactive Web site,, provides consumers with information on HP's digital imaging solutions. The Web site launched this morning. The campaign also includes innovative online advertising that will be featured on numerous consumer-oriented Web sites.

The campaign began today in the United States with the rest of North America, Europe, Asia and Latin America to follow in November. Goodby, Silverstein & Partners created the positioning advertising, with Publicis developing the response and product components.

View sample ads at

About HP

HP is a technology solutions provider to consumers, businesses and institutions globally. The company's offerings span IT infrastructure, personal computing and access devices, global services and imaging and printing for consumers, enterprises and small and medium businesses. For the last four quarters, HP revenue totaled $71.3 billion. More information about HP is available at

About HP

HP Inc. creates technology that makes life better for everyone, everywhere. Through our portfolio of printers, PCs, mobile devices, solutions, and services, we engineer experiences that amaze. More information about HP Inc. is available at